Um In this video, we're going to be learning about the Roland Bart Semiotic theory.

在本視頻中，我們將學習羅蘭-巴特的符號學理論。

This is quite a complex theory with five different codes.

這是一個相當複雜的理論，包含五個不同的代碼。

Some of these codes are also known by two names.

其中一些代碼還有兩個名字。

So let's have a look at them.

讓我們一起來看看吧。

We have hermeneutic codes also known as enigma codes.

我們有詮釋學密碼，也被稱為謎語密碼。

Protic codes also known as action codes, symbolic codes, semantic codes and cultural or referential codes.

Protic 代碼又稱行動代碼、符號代碼、語義代碼和文化或指代代碼。

OK.

好的。

So let's start with an easy one.

那我們就從簡單的開始吧。

Let's start with semantic codes.

讓我們從語義代碼開始。

Semantic codes are certain elements of media product which we as an audience understand to have an extra layer of meaning or hidden meaning.

語義代碼是指媒體產品中的某些元素，作為閱聽人，我們認為這些元素具有一層額外的含義或隱藏的含義。

So this isn't necessarily something we consciously think about when we see them.

是以，當我們看到它們時，並不一定會下意識地想到這一點。

Um But let's look at an example.

但讓我們舉個例子。

So an example would be the use of dark colors and the color red in horror films and horror film posters to promote danger and blood such as in the movie poster for it, which we can see on screen.

例如，在恐怖電影和恐怖電影海報中使用深色和紅色來宣揚危險和血腥，如我們在螢幕上看到的電影海報。

Now, additionally, the use of yellow and the boy's coat symbolizes youth in a sense and vulnerability.

此外，黃色和男孩外套的使用在某種意義上象徵著青春和脆弱。

OK.

好的。

So the use of color here has sort of an additional layer of meaning.

是以，色彩的運用在這裡又多了一層含義。

Um We also have an example from advertising in this old spice adverse, they could have chosen any actor in any setting.

Um 我們還有一個廣告案例，在這個古老的香料不良品中，他們可以選擇任何環境中的任何演員。

However, they have chosen a well kept male with good physique who is topless in a beautiful warm beach setting, riding horseback, kinda like prince charming.

不過，他們選擇了一位身材勻稱的男性，在美麗溫暖的海灘上赤裸上身，騎著馬，有點像白馬王子。

So the warm setting and attractive um sort of physique shows the character to be a warm, happy and successful individual And they use this atmosphere to sell you their product.

是以，溫暖的環境和吸引人的體格，都顯示出這個人物是一個溫暖、快樂和成功的人，他們利用這種氛圍向你推銷他們的產品。

Almost going as far to say as you can be like him with their product.

幾乎可以說，使用他們的產品，你也可以像他一樣。

Again, they could have chosen any setting for this, but their choices are always based on reason.

同樣，他們可以為此選擇任何環境，但他們的選擇總是基於理性。

This is also then reinforced with their tagline smell like a man man.

他們的標語 "聞起來像個男人 "也強化了這一點。

This is the company stating that you can be like this Prince charming if you buy their product.

該公司表示，只要購買他們的產品，你就能像這位白馬王子一樣。

Ok.

好的。

Next, we have symbolic codes.

接下來是符號代碼。

Now we should all know the term symbol.

現在，我們都應該知道 "符號 "這個詞了。

And what that means a symbol is basically the use of an image to represent meaning for example, heart shape is known to represent love.

例如，眾所周知，心形代表愛。

And the crucifix is known to represent Christianity.

眾所周知，十字架代表基督教。

Moving on.

繼續前進。

Let's look at the hollow poster for the conjuring two.

讓我們來看看《變身二》的中空海報。

We can see a crucifix necklace which symbolizes the film having a religious aspect to it.

我們可以看到一條十字架項鍊，它象徵著影片具有宗教色彩。

And let's look at the poster for Bad Boys Two, we can see a huge explosion of flames in the background.

再來看看《壞男孩 2》的海報，我們可以看到背景中巨大的爆炸火焰。

And again, this symbolizes this is a symbolic code and this symbolizes the action element of the film and shows that the film will be full of action, excitement and explosions.

同樣，這也是一個象徵性的代碼，象徵著影片中的動作元素，表明影片將充滿動作、刺激和爆炸。

Next up, we have pro retic codes which are also known as action codes.

接下來是 pro retic 代碼，也稱為行動代碼。

Action codes are elements or shots within a film used to signify that something is about to happen.

動作代碼是電影中用來表示即將發生某事的元素或鏡頭。

For example, a cowboy with his hand on his gun and drawing his gun.

例如，一個牛仔把手放在槍上，正在拔槍。

This signifies that there's about to be sort of a shoot up taking place.

這預示著即將發生一場槍戰。

So it's an action signifying a lead up to an event.

是以，這是一個表示事件前奏的動作。

Another example could be um if there's shots of a character, hypothetically the shots of a character packing stuff into a suitcase, this would signify that they're about to go on a trip or an adventure.

另一個例子是，如果有人物的鏡頭，假設是人物把東西裝進手提箱的鏡頭，這就意味著他們要去旅行或探險了。

Um Another one we can look at from film is in Iron Man.

另一個我們可以從電影中看到的是《鋼鐵俠》。

One, there's a series of shots of Iron Man building his armor suit when he's in the caves in Afghanistan.

其一，在阿富汗的山洞裡，有一系列鋼鐵俠打造盔甲服的鏡頭。

And this, this is like a sort of way of building up tension before he has this sort of big sort of fight.

而這，這就像是在他大打出手之前 製造緊張氣氛的一種方式。

So again, that's an action which signifies a lead up to some events.

所以，這也是一個行動，意味著某些事件的前奏。

OK.

好的。

Next, we have hermeneutic codes which are also known as enigma codes.

接下來是詮釋學密碼，也被稱為謎語密碼。

I've already made a full video on this which I will link below, so feel free to go and check that out, but I'll give a little overview of them anyway.

我已經就此製作了一個完整的視頻，鏈接在下面，大家可以去看看。

Um So enigma codes serve as a mystery device which entices the viewer in.

是以，謎語代碼是吸引觀眾的一種神祕手段。

So an example of this would be the Avengers assemble movie poster.

復仇者聯盟》的電影海報就是一個例子。

This movie poster shows multiple superheroes who have joined forces.

這張電影海報展示了多位超級英雄的聯手。

Now by looking at the poster, the audience will be asking themselves the question if they haven't seen the film.

現在看了海報，觀眾就會問自己，如果沒有看過這部電影，會不會有這樣的疑問？

Um What has happened to the burning New York skyline in the background?

背景中燃燒的紐約天際線怎麼了？

So we're seeing this burning city, but there's no context as to why it's burning.

所以我們看到了這座燃燒的城市，但卻不知道它為什麼會燃燒。

So that's an enigma code.

這就是謎一樣的密碼。

There's mystery, why is the city burning?

城市為何在燃燒？

What's happened?

發生了什麼事？

Um They could also be asking themselves why have all these superheroes had to come together to join forces?

他們也可能會問自己，為什麼所有這些超級英雄都要走到一起，聯合起來？

What could be so threatening that they need all of these superheroes?

是什麼讓他們需要這麼多超級英雄？

And also you can see a sort of spacecraft in the background and the audience could be thinking, OK.

你還可以在背景中看到一艘飛船，觀眾可能會想，好吧。

Is this a plane or is this a spaceship if it is a spaceship, how did it get there?

這是飛機還是飛船？如果是飛船，它是如何到達那裡的？

OK.

好的。

So it's all about um using imagery to kind of um ask questions and give mystery.

所以，這就是利用影像來提出問題，並賦予神祕感。

Another example would be the Bridget Jones Diary movie poster.

另一個例子是《布里奇特-瓊斯日記》的電影海報。

Here, we've got Renee Zellweger in between two men.

蕾妮-澤爾維格（Renee Zellweger）夾在兩個男人中間。

The positioning of the characters shows that she is torn between the two men and the enigma code would be who if any of these will she end up with?

人物的定位表明，她在兩個男人之間糾結不已，而謎一樣的密碼則是，她最終會和誰在一起？

OK.

好的。

So for further explanation on enigma code, check out the linked video below.

要進一步瞭解英格瑪密碼，請觀看下面鏈接的視頻。

OK.

好的。

Finally, we have cultural codes also known as referential codes.

最後，我們還有文化代碼，也稱為參照代碼。

These cultural codes are elements of a media product which you would only understand if you're part of a specific background or culture such as country age group, race, etcetera.

這些文化代碼是媒體產品中的元素，只有在特定背景或文化（如國家年齡組、種族等）中才能理解。

An example would be GT A.

例如 GT A。

So personally as a young 25 year old, I enjoy this game.

是以，作為一名 25 歲的年輕人，我個人非常喜歡這款遊戲。

I grew up with it as well and I enjoy playing it.

我也是伴隨著它長大的，我喜歡玩它。

However older adults would not understand the game and they'd see it as too violent and too realistic.

然而，老年人不會理解這款遊戲，他們會認為這款遊戲太暴力、太逼真。

And so this is basically an age group kind of thing.

是以，這基本上是一個年齡組的事情。

Older adults tend not to like these kind of games.

老年人往往不喜歡這類遊戲。

Um Another example would be childish gambino's video for this is America.

另一個例子是 childish gambino 為《這就是美國》拍攝的視頻。

Um This music video highlights gun culture in America and the treatment of black people.

Um 這部音樂視頻突出了美國的槍支文化和黑人所受的待遇。

OK.

好的。

So as a white British person, I can, I can relate to the gun culture because I've got my own opinion on it and to the treatment of black people.

是以，作為一名英國白人，我可以理解槍支文化，因為我對槍支文化和黑人的待遇有自己的看法。

But it is very much something for um African American people.

但這在很大程度上是非裔美國人的事情。

So it has references to black Pentecostal gospel choirs.

是以，它提到了黑人五旬節福音唱詩班。

And I've also read that it has African dance influences on this.

我還讀到過它受到非洲舞蹈的影響。

However, I can't argue this because I don't know anything about African dance culture that is a very sort of cultural thing.

不過，我無法反駁這一點，因為我對非洲舞蹈文化一無所知，而這正是一種文化。

Um So using cultural codes, help your product appeal to a certain group but can limit your products reach again, possibly people of African background would be able to relate a lot more to the music video, whereas I can't relate to it a great deal in that respect.

是以，使用文化代碼有助於你的產品吸引特定群體，但也會再次限制產品的覆蓋範圍，非洲背景的人可能會對音樂視頻有更多的共鳴，而我在這方面卻沒有太多共鳴。

Um But I do still like the music video.

但我還是很喜歡音樂錄影帶。

So hopefully you now have a better understanding of Roland Bart's Semiotic theory and I hope this video enables you to be able to decode media products.

希望你現在對羅蘭-巴特的符號學理論有了更好的理解，也希望這段視頻能讓你解碼媒體產品。

Um If this video did help um leave a like and maybe leave a comment of what you want to see next um and be sure to subscribe for more content in the future and hopefully see you again soon.

如果這段視頻對你有幫助，請點擊 "喜歡"，並留言告訴我們你下一步想看什麼。

Cheers.

乾杯